Loyalty RFM Guest Segmentation Summary | Paytronix Knowledge Base

If you do not see this report in your Report Center, you do not currently have permission to run it. If you feel that this report could be useful for you, but it doesn’t appear on your list, please contact your user administrator for assistance.

IS THIS REPORT RIGHT FOR ME?

Uses

* Helps you to identify trends in guest behavior
* Reports on guests divided up into five equal groups or by visit rate.
* Shows average visits, spending, and registration rates.

Restrictions

* Run for up to 95 days.

SAMPLE OUTPUTS

5 Rows, 1 Month

10 Rows, 1 Month

HOW DO I INTERPRET THIS REPORT?

Interpretation Summary

The report output is separated into two sections. The top section provides data on Frequency Measures; the bottom section on Monetary Measures. The visit frequency may be run in one of two ways. One output groups guests into five equal groups, or qunitiles, and shows summary data based on those groups. The other option is to see guests divided up by visit count over the time period, from one to ten plus. The quintiles are useful for looking at larger summary, the ten groups provide a more granular look at the information in the report.

Guests Segmented into Five Groups

The frequency measures (top section) show how often guests visited during the time period for which the report was run. The guests are segmented into five equal groups, with the most frequent visitors appearing in the top row. This shows the behavior of the top twenty percent of guests (those who visited the most often) and on down to the bottom twenty percent (those who visited least often).

Guests Segmented into Ten Groups

The difference in this version of the report is that the Frequency Measures are delineated into separate rows for each descrete visit. The columns in this section remain the same. The data in the Monetary Measures section of the report remain unchanged.

Column Summary

After the visits, which were discussed above, the report shows the average dollars spent by each group and then the average amount spent per visit. It then shows more demographic information about the guests, including the percentages of male and female and average age.

The next section of the report shows the number of total accounts that have been used in the past twelve months, which is what the report considers to be the number of active accounts. Then it shows the total guest count during the period for which the report was run, and their total number of visits. Following this is the percentage of active accounts that were used during the period for which the report was run. This number is based on the number of active accounts, not the total enrollment.

The bottom section of the report divides guests up by how much they spent instead of the number of visits. The top quintile contains those guests who spent the most. Like the visit measure, it displays the guest count, which is the number of unique guests who visited. It then shows how much they spent as a group, then the amount spent by the top guest in the group and then the amount spent by the bottom guest in the group. This is followed by the average amount spent by all members in the group. Then it shows the average visits and average amount spent per visit. After the visit information the report displays demographic information including the male and female counts as well as the average age of the guests in the group. The final column shows the percent of guests in that group who have registered.

The next segment of the report shows the number of total accounts that have been used in the past twelve months, which is what the report considers to be the number of active accounts. Then it shows the total guest count during the period for which the report was run, and their total number of dollars spent. Following this is the percentage of active accounts that were used during the period for which the report was run. This number is based on the number of active accounts, not the total enrollment.

Notes:
* The registered count is determined by the salutation the guest selected at the time of registration. “Mr.” is used to determine Male guests. “Mrs.”, “Miss”, and “Ms.” are used to determine Female guests. Paytronix does not guess the gender of guests who select “Rev.” or “Dr.”. Additionally, if the guest does not include a selection for salutation, not gender is determined.
* The segmentation of guests into the appropriate quintile is done independently for the Frequency Measures and Monetary Measures, i.e., just because a guest is in the top quintile for the Frequency Measures, the guest is not necessarily in the top quintile for Monetary Measures.
* For this report to run properly, you MUST have both a visit wallets (with a visit tracking rules) and a wallet to track spending (and a rule to aggregate spending).
* You should run this report for a time period that makes sense relative to the frequency with which guests visit your locations. For example, if guests are expected to visit locations 1-2 times per month, you may want to run this report for a quarter. A month may not have enough data collected to make comparisons apparent.
* This report has a companion report, the Store Frequency. This report shows information on visit rate, spend, etc. by each store.

Column Name	Definition
Frequency Measures
Segment	Grouping of guests
Guest Count	Number of unique guests in this group
Visits	Number of visits by all guests in this group
Most Frequent	Greatest number of visits by one guest in this group
Least Frequent	Smallest number of visits by one guest in this group
Average Visits	Average number of visits per guest in this group
Average $ Spent	Average amount of money spent per guest in this group
Average $ Spent / Visit	Average amount of money spent per visit per guest in this group
Male Count	Number of male guests in this group
Female Count	Number of female guests in this group
Average Age	Average age of guests in this group
Percent Registered	Percent of guests in this group who are registered

Accounts Used in Last 12 Mo.	Number of accounts that have been used in the past year
Total Guest Count	Number of unique guests who visited in the time period for which the report was run
Total Visits	Total number of visits made in the time period for which the report was run
% Active Accounts Used	Percentage of active accounts, as defined above, who visited during the time period for which the report was run
Monetary Measures
Quintile	Grouping of guests into five equal segments, or qunitiles
Guest Count	Number of guests in each qunitile
$ Spent	Amount spent by all guests in this group
Most Spent	Greatest amount spent by one guest in this group
Least Spent	Smallest amount spent by one guest in this group
Average Visits	Average number of visits per guest in this group
Average $ Spent	Average amount spent by guests in this group
Average $ Spent / Visit	Average amount spent per guest visit
Male Count	Number of male guests in this group
Female Count	Number of female guests in this group
Average Age	Average age of guests in this group
Percent Registered	Percent of guests in this group who are registered

Accounts Used in Last 12 mo.	Number of accounts that have been used in the past year
Total Guest Count	Number of unique guests who visited in the time period for which the report was run
Total $ Spent	Total amount spent in the time period of which the report was run
% Active Accounts Used	Percentage of active accounts, as defined above, who visited during the time period for which the report was run

I LIKE IT, SO HOW DO I RUN THIS REPORT?

First enter the date range for which you’d like to run the report. The report can only be run 95 days at a time.
- Quick Date: Here you can choose Yesterday, Today, the current month, or last month. If you have set up by your custom fiscal periods, you may also choose to run the report by fiscal period.
- Manual Date Entry: Here you can type in your desired date range or find the day by clicking on the calendar icon to the right.
Select the desired Card Template from the drop down menu or leave “All” selected. (For this report, “All” will mean all Card Templates that have both a Visit Wallets and Wallet that tracks spending. Gift cards and comp cards are not included in this report.)
Select whether or not you would like to exclude cards activated during this report period. Checking this box gives a more accurate picture of guest behavior because it allows you to see only guests who have returned after their initial visit.
Select the Segment visit rate from the drop down menu. You can choose to view either quintiles, which break up guests into groups of 20% so you can see your top 20%‘s numbers and the lower 20% segments as a group, or by visit rate, which breaks up guests into groups of those who visited once, then twice, three times, and so forth, up to ten times and above.
Click Submit!